Meet Mike Salzano and Ariel Strizower, the creative duo behind the thriving new restaurant, Gnocchi on 9th. From friends to business partners, the pair are using their delicious flavors, convenient packaging, and the power of social media to bring a twist on fast-casual dining to New York City.
Initially real-estate partners, Mike and Ariel were looking for a creative concept that would work in train advertisements as their next venture. Once the idea of pasta was brought into the mix, the pieces started to fall into place. Their version of on-the-go Italian food, a perfect blend of freshly crafted gnocchi with the iconic and convenient Chinese takeout boxes, would bring a different experience to NYC Italian dining.
The pair wanted to bring a creation to the table that would allow hungry city dwellers to fix their Italian food cravings for a good price, without having to commit to a sit-down dinner.
WHERE IT ALL STARTED
Gnocchi on 9th opened their first location this past April on 9th Street in the East Village, inspiring the name of the business. Within their first week, the business had already become a viral sensation for their innovative concept, which helped to accelerate business growth and draw in new customers.
Since opening its doors in spring 2024, Gnocchi on 9th has impressively expanded their business to three brick-and-mortar locations and three pop-up events, which included the iconic Bryant Park Winter Village this past holiday season.
New York Lifestyles connected with Mike and Ariel at their Gnocchi on 9th pop-up at the 2024 Bryant Park Winter Village to discuss the business’ rapid success since opening less than a year ago, the creative process behind the product, and the story on how the two came together to establish their business in the ever-growing NYC food scene.
NYLM: Bryant Park Winter Village is such a classic staple in New York. How did it feel to bring your business there?
Gon9: “It’s a lot of work.” Ariel shared. “It feels like a battle with the amount of work that we’re doing. I mean, it’s really cool to be part of something so iconic as the Bryant Park Winter Village. We were very fortunate to have the traction we did to be able to get the booth in the park, because we know that it’s not the easiest to get in here. The customers have been really happy to have us here and we’ve had a good turnout so far. So, we’re happy to be here.”
NYLM: The business started in April 2024 and has grown exponentially, which is a huge goal for entrepreneurs to grow at that rapid rate. How did you go from one to, all of a sudden, six locations in the works?
Gon9: “It definitely involved a lot of hiring, and a lot of upkeep with suppliers and everything else that goes into running a business,” Mike shared. Ariel added, “I think it was the response from the locals, really from everybody. The business has gone viral on TikTok and Instagram and everybody is coming to see what we are doing, which allowed us to have the opportunity to open more locations and to expand so quickly. The intention was definitely not to do that, but when we had the response that we did, there really wasn’t any other choice but to spread the gnocchi around the city.”
NYLM: Were you expecting to get that response on social media?
Gon9: “It happened a week after we opened, and we didn’t plan for it,” Mike shared. “A customer who became a regular came in one day and told us she was going to make a TikTok of us and use a voiceover, so I didn’t even have to speak in the video. The day after she posted, we had a line of people and kept selling out. Apparently New Yorkers like their carbs and their pasta!”
NYLM: You’re friends, but there was a business relationship there, as well. How did this partnership happen?
Gon9: Ariel explained, “It was a happy accident.” Mike added, “A very happy accident.” Mike shared, “I’ve been a waiter and a bartender here and there. Ariel was my client in real estate and we were looking at a space on the train. We started talking about pasta and were trying to figure out what would work. We chose gnocchi because it was the easiest thing to eat with a fork.” Ariel added, “Spaghetti doesn’t really offer that ease of eating.”
NYLM: Love the Chinese takeout boxes, and then the ease of being able to walk around and eat your delicious gnocchi. Was that the plan from day one?
Gon9: Ariel explained, “The container kind of just happened. The idea was always gnocchi and then the container–it’s a classic, iconic New York container. We all grew up eating fried rice and Lo Mein out of it, so why not put something as fun and delicious, but different in that same container?” Mike added, “It is the portability of the container that helps us.”
NYLM: Is there something you’re looking forward to in 2025?
Gon9: As Mike shared, “A few more locations and then maybe a vacation.” Ariel continued, “Hopefully a day off. That would be what I’m looking forward to in 2025. We have a long six weeks getting our other pop-ups open and keeping up with the demand in Bryant Park, in Union Square, and in the stores. We’re going to make it happen, people need to eat.”
NYLM: How do you guys manage all the locations altogether?
Gon9: “It’s a group effort and a team effort,” explained Mike. “Our employees help us manage what’s happening in the stores, as well as Ariel and I making sure to touch-base at each restaurant and do what we have to, to help run the business.” Ariel added, “We have a really good team of people with us. So, everyone working with us is as big of a reason for this happening as anything else.”
To learn more about Gnocchi on 9th, please visit: gnocchinyc.com